Store layout
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Store layout Store layout Presentation Transcript

  • CHAPTER 17 Store Layout, Design, and Visual Merchandising
  • Store Design Objective  Implement Retailer’s strategy  Build Loyalty  Increase Sales on Visits  Control Cost  Legal Considerations
  • Design Trade-Offs stimulating impulse purchases making it easy to buy products making it easy to find merchandise providing an interesting shopping experience is determined by the customer’s shopping needs giving customers adequate space in which to shop productively using this scarce resource for merchandise
  • Store Design Elements • Layouts • Signage and Graphics • Feature Area
  • Grid Layout • Grid layout has parallel aisles with merchandise on shelves on both side of the aisles • Cash registers are located at the entrances/exits of the stores • Easy to locate merchandise • Cost-efficient • Most supermarkets and full-line discount stores use the grid layout Limitation Does not encourage customers to explore store
  • Racetrack Layout (Loop) • Loop with a major aisle that has access to departments • Draws customers around the store • Provide different viewing angles and encourage exploration, impulse buying • Used in department stores
  • Free-From Layout • Fixtures and aisles arranged asymmetrically • Provides an intimate, relaxing environment that facilitates shopping and browsing
  • Graphics can reinforce a store’s image
  • Category Signage identifies types of products and located near the goods Promotional Signage relates to specific offers – sometimes in windows Point-of-sale Signage near merchandise with prices and product information
  • Digital Signage • More effective in attracting the attention of customer • helping customers recall the messages displayed • Provides appealing atmosphere • Overcomes time-tomessage hurdle • Eliminates costs
  • Feature areas • Areas within a store designed to get the customers’ attention • Feature areas – – – – – – – – Windows Entrances Freestanding displays End caps Promotional aisles Walls Dressing rooms Cash wraps (POP counters, checkout areas)
  • The space within stores and on the stores’ shelves are fixtures is a scare resource • The allocation of store space to merchandise categories and brands • The location of departments or merchandise categories in the store
  • Space Allocated to Merchandise Categories • Productivity of allocated space (sales per square foot, sales per linear foot) • Merchandise inventory turnover • Impact on store sales • Display needs for the merchandise
  • Impulse merchandise near heavily trafficked areas Demand merchandise back left-hand corner of the store Special merchandise lightly trafficked areas (glass pieces, women’s lingerie) Category Adjacencies cluster complimentary merchandise next to each other Location of Merchandise Categories and Design Elements
  • diagram that shows how and where specific SKUs should be placed on retail selves or displays to increase customer purchases Mark&Spencer in UK uses a planogram system developed by Marketmax to develop a layout that maximizes space productivity Location of Merchandise within a Category Planogram
  • Location of Merchandise within a Category Learn the best place to merchandise and test how customers react to new products Virtual-Store Simulation
  • • Learn customers’ movements, where they pause or move quickly, or where there is congestion Location of Merchandise within a Category • Evaluate the layout, merchandise placement, promotion Videotaping Consumers
  • Visual Merchandising Fixtures A. Straight rack B. Rounder (bulk fixture, capacity fixture) C. Four-way fixture (feature fixture) D. Gondolas
  • Visual Merchandising Presentation Techniques • • • • • • • Idea-Oriented Presentation Item and size Presentation Color Organization Price Lining Vertical Merchandising Tonnage Merchandising Frontal Presentation
  •     Lighting Color Music Scent Store Atmosphere Creating an Appealing Store Atmosphere
  • How Exciting Should a Store Be? Depends on the Customer’s Shopping Goals – Task-completion: • a simple atmosphere with slow music, dimmer lighting, and blue/green colors – Fun: • an exciting atmosphere with fast music, bright lighting, and red/yellow colors
  • • Simplicity Matters • Getting Around – Easy Navigation • Let Them See It • Blend the Web Site with the Store • Prioritize
  • Web Site Design • Type of Layout – When shopping on the Web, customer are interested in speed, convenience, ease of navigation, not necessarily fancy graphics • Checkout – Make the process clear and appear simple – Enclose the checkout process – Make the process navigable without loss of information – Reinforce trust in the checkout process